LinkedIn's new ad engagement metric, 'Average Dwell Time,' first spotted by some users a few weeks ago, appears to be reaching a broader audience today. This metric, which measures the time users spend viewing an ad when at least 50% of its pixels are visible on screen (including duplicate views), is now accessible to a significantly larger user base.
According to LinkedIn, the feature helps advertisers:
Find out which ads are resonating with your audiences and which aren't to make better creative optimization decisions by measuring the time users spend on your ads via the new Average Dwell Time metric available in the engagement columns set.
Key aspects of Average Dwell Time:
- Emphasizes the importance of creating compelling ad hooks for quick attention capture.
- Provides insights for evaluating creative and messaging performance, especially for content not primarily designed to drive clicks (e.g., carousel ads, long-form posts).
- Complements existing engagement metrics for a more comprehensive view of ad performance.
Implementation considerations:
- LinkedIn Audience Network calculations use a sample of impressions with available viewability signals.
- For Connected TV ads, the metric is based on video completion rates.
Available in the engagement columns set, Average Dwell Time allows marketers to refine strategies and enhance ad effectiveness on LinkedIn, underscoring the importance of engaging content in digital advertising. The wider rollout today suggests LinkedIn is accelerating the implementation of this new metric across its platform.
